Virginia Beach, VA (February 14, 2022) – Chartway is proud to announce its refreshed look/feel and new logo to reflect its promise to innovate and embrace change to serve its current members and the next generation.
“We spent a great deal of time last year examining how Chartway’s brand could accurately convey our commitment to better serve members, celebrate their diverse communities, and support our internal teams,” explained Brian Schools, president & CEO, Chartway Credit Union. “The result is a brand evolution that we’re proud to unveil and begin sharing. As a member-owned organization, this is a natural progression for our growth strategy - when we grow, our members benefit.”
Internally, Chartway is investing in technology and service platforms to create a connected, consistent, and modern experience, according to Schools. “We continue to find growth opportunities in developing new products to fit our members’ evolving lifestyles and financial needs,” he said.
Schools attributed the changes to months of research conducted across all facets of the enterprise, including feedback from members, team members, and prospects. “We concluded that the visual elements of our brand – the logo, for example – no longer reflected the vibrancy of our organization, services, and team.”
Over the next several months, Chartway’s new vibrant branding will be updated across its digital services, in branches, and on a new website planned for March. While the new graphic elements are rolled out one branch at a time and across all Chartway platforms, there may be an occasional overlap of new and old logos.
Members won’t be required to change their current banking practices and account numbers won’t change, said Schools. Current debit and credit cards will continue to work, Online Banking logins and passwords will remain the same, and members will not need to download a new mobile app. Paper checks with the old logo remain valid and may continue to be used. Member cards, checks, and other documents sporting the new logo and colors will be phased in over time as current cards and materials expire.
“This refresh of our brand identity sets us apart and conveys the modernization of our services and branches,” Schools shared. “We think our new, modern logo communicates our positive energy and forward momentum, and we’re excited for the bright future ahead!”
To align with Chartway’s new branding, its charitable foundation also has a new look and name: Chartway Promise Foundation. “With its own fresh, vibrant new logo, our foundation more closely aligns with the new Chartway brand,” Schools noted. “Over the next few months, we’ll integrate the new Chartway Promise Foundation name and logo into everything we do.”
Since 1999, Chartway’s foundation has raised more than $13 million to provide the financial support needed to make dreams and wishes come to life for children facing medical challenges.
Brand Highlights
Brand Essence
Bright Way Forward
Logo
Solid yet flexible. Strong yet approachable. Simple yet distinctive.
- Logotype is modern and clean with a sense of friendliness and warmth.
- Icon represents many things: a burst of energy and fun. An emanating light to guide the way forward. The releasing of potential. A beaming expression of joy. A brilliant C.
Typeface
Forma DJR Micro type family (Tahoma is a substitute font)
Colors
A bright and energetic color palette reflects traits of optimism and empowerment.
- Blueberry (dark blue PANTONE 295 C)
- Pool (light blue PANTONE 311 C)
- Margarita (light yellow-green PANTONE 382 C) is an accent color
Themes/Brand Promise
We help you unlock your potential by empowering you and recognizing all that you’re capable of.
Name
- Research identified use of the word “Federal” led people to believe they had to be a member of the military or be a government employee.
- Intention is to make Chartway more approachable to anyone who lives, works, attends school or worships in one of its service areas; or, supports Chartway’s Promise Foundation.
- Chartway Federal Credit Union will still be the legal name; “Chartway” or “Chartway Credit Union” will be used in commerce.
About Chartway & Chartway’s We Promise Foundation
Chartway, a not-for-profit, member-owned financial institution, has been proudly unlocking the potential of individuals and families so they can thrive for more than half a century. Guided by its Purpose and Values, the $2.5 billion credit union serves 190,000 members through its branch footprint and a full line of traditional and digital financial products and services - including Online, Mobile, Video, and Telephone Banking. Chartway is also known for being an award-winning leader in charitable giving through its We Promise Foundation. As its charitable arm, Chartway’s We Promise Foundation provides life-changing experiences that bring joy, hope, and smiles to children facing medical hardship or illness. Since 1999, the foundation has raised more than $13 million. For more information about Chartway, visit www.Chartway.com; or, visit Chartway on Facebook, Chartway on Twitter, or Chartway on Instagram. For more information about Chartway’s We Promise Foundation, visit www.WePromiseFoundation.org; or, visit them on Facebook, Twitter, or Instagram.